Amid the boom in luxury cars, Lexus has been a laggard, slowed by an aging product line and uninspiring design. In an overall market that's climbed 10%, Lexus sales have fallen 14%. One of its weakest spots has been the GS sport sedan, but it's been completely revamped and is the first Lexus with a new design sensibility aimed at being more visually compelling and emotionally engaging. Lexus hopes to boost the GS's conquest rate 50% by stealing sales from Mercedes-Benz and BMW.